Association of Marketing Theory and Practice Proceedings 2011
 

Title

Modeling The Effects Of Business Operations On Media Vehicle Satisfaction, Engagement And Future Intentions: An Exploratory Newspaper Study

Document Type

Conference Proceeding

Conference Track

Marketing Education/ The Dynamic Business School

Publication Date

2011

Abstract

Media satisfaction theorists suggest that satisfaction with a media vehicle is linked to audience loyalty (Jacobs 1999), greater vehicle usage (Burgoon and Burgoon, 1979; Larose and Atkin 1988), and is a likely predictor of other media related behaviors (Pinkleton and Austin 2002). More recently, similar claims are made by media engagement theorists regarding levels of newspaper readership (Calder and Malthouse 2010) and receptivity to advertising messages (Malthouse, Calder and Tamhane 2007; Calder and Malthouse 2008). The dilemma for media managers charged with making decisions about how best to manage and strengthen customer relationships through the delivery of high quality business operations is which model to choose. To date no study has examined the relative effects of customer satisfaction and engagement resulting from business operations onto the future intentions of media audiences. In this exploratory research study a comprehensive model that blends both approaches is built and tested using structural equations modeling for a newspaper vehicle. The results indicate that media satisfaction and engagement play complementary roles in predicting the future intentions of media audiences, and media managers may want to consider both measures as they evaluate how their business operations (e.g., circulation, editorial content, and advertising sales) impact customer relationships.

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

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